Square F+B

DATE

KIND

ROLE

2025

Campaign

Art Direction, Creative Concepting & Strategy

In 2025, the GTM team launched Square's next Food & Beverage campaign around a single insight: the magic comes from the sellers, and Square's job is to give them the time to make it. That became Here for the Good Stuff. We led creative strategy, a studio shoot where Square hardware took on the personality of the restaurants it lives in, and a lifestyle photo and video shoot. The hero video became the most viewed in Square's YouTube history, garnering 11 million views in its first month.

↳ STUDIO PHOTOGRAPHY

Square Register in studio with stickered merchant screen, customer display, amber cups, table numbers, and pen cup — Here for the Good Stuff

Square app on phone over messy ledgers and receipts — Sales overview for today; transition from paper to digital

Red fast-food tray with burger, fries, ketchup, and Square Terminal showing contactless total

Square Kitchen Display System tablet with order tickets, deli prep containers labeled Cali and Yuzu Mayo, receipt spike, and utensil cup

MacBook with Square banking dashboard in Spanish, balance and activity; red pen cup, notebook, receipt jar, and stapler

Square Terminal on bar surface with Nueva venta menu; martini, red cocktail, and snack bowl

↳ CONCEPT VIDEO

↳ PRODUCT VIDEO

↳ DIGITAL/OOH PLACEMENTS

Square F&B vertical ad — For bar tabs and card taps; Register with Benny Boy Brewing glassware and Learn More

Square F&B vertical ad — Less admin, more flavor; red tray with burger, fries, and Square Terminal

Square F&B wide banner — Here for better flow; family dining with headline So you can be here

Square F&B — Fast Company editorial placement with Square top banner and sidebar ads

JCDecaux street kiosk with Square F&B OOH — Stay busy without the busy work; Terminal, drinks, and snacks on city sidewalk

Square F&B sponsored social — Instant answers, smarter choices; Square Terminal with paperwork and Here for the Good Stuff

Square F&B sponsored social — Here for today's lunch rush and next year's new location; counter with Square POS and lobster roll bags

Square F&B outdoor wall — four campaign posters: For card taps and bar tabs, brewery scene, Here for the good stuff, family dining; under urban overpass